A relação entre gênero e o comportamento de compra online de universitários em Santana do Livramento /

Abstract

E-commerce has become an important way to consume. It is used by several publics, regardless of social class, age and gender. This article seeks to analyze the relationship between gender and the behavior of online purchase of a specific public, which are the university students of public and private universities in Santana do Livramento / RS. The research is descriptive, the research approach is quantitative, which uses statistical

methods to quantify the behavior of the public investigated. The instrument for data collection was applied in person at the participating universities, through a questionnaire, with the authorization of the heads of universities. A total of 331 responses were obtained, of which 206 were from public universities and 125 from the private higher education university of the municipality. The results were analyzed through the use of Excel and SPSS software. It was verified that the behavior of the university students of Santana do Livramento varies according to the gender of the interviewed, for women the emotion and the convenience are determinant in the consumption by the channel, for the men the confidence and the fidelity was highlighted. The results of the research showed differences between male and female behavior in Internet consumption, with significant averages to explain the behavior of university students. The implications of this study will be important for the scientific knowledge regarding the behavior of the university consumer of Santana do Livramento and for the understanding of the companies on the behavior of the local university consumers.